How do you turn millions of passenger touchpoints into a unified, insight-driven experience that works across brands, channels, and continents?

At Lufthansa Group, journeys are the backbone of customer experience—connecting booking systems, in-flight services, and everything in between. In this session, Daniel Hoffman and Melanie Völkle will share how the Digital Hangar is creating a shared foundation for journey management and embedding research practices that scale.

You’ll hear how Lufthansa is centralizing insights across the group to align teams, prioritize improvements, and deliver real value to customers. Melanie will go deeper into how the research team is building the structures and capabilities needed to keep user needs at the heart of the process—even in one of Europe’s most complex operational environments. From live data to lived experiences, this talk will show how qualitative and quantitative inputs come together to shape decisions at every level.

Attendees will leave with a clear blueprint for getting started—whether you’re setting up journey management from scratch or looking to scale. Expect practical methods, lessons learned, and the research-led mindset needed to move from silos and guesswork to clarity and impact.